SocialSocialStorytellingStorytelling

Involving your social Involving your social

community on community on

editorial projectseditorial projects

“Everyone plan for a large,

multimedia project on April

18. No vacations that day,

please.”— The Director

(Sent Feb. 27)

“Your mission …”

• A day-in-the-life of campus

• Multimedia-rich

• Involve everyone on staff

• Involve everyone else

• Boost campus morale

• Oh, and have fun while at it

The end result: uwrightnow.wisc.eduuwrightnow.wisc.edu

Outcomes:

• More than 1,000 pieces of content published

• 14,000 unique website visitors

• A global audience: 66 countries (all 50 states)

• Average time on site: 5 minutes

• Mobile visitors: 20%

• 8,000 shares via Facebook and Twitter

• Lots of campus buzz; lots of campus pride

KEYS TO SUCCESSKEYS TO SUCCESS

#UWSocial: Social everywhere#UWSocial: Social everywhere

KEYS TO SUCCESSKEYS TO SUCCESS

Editorial planningEditorial planning

• Identified, assigned and scheduled 60 staff stories

• Encouraged writers, photogs, videographer to ad lib

• Social media prompts: e.g. international participation

KEYS TO SUCCESSKEYS TO SUCCESS

Marketing and promotionMarketing and promotion

• The #UWRightNow name was key

• Teaser copy and advance splash page

• Tapped all of our channels in advance

• Social media (duh!)

KEYS TO SUCCESSKEYS TO SUCCESS

A creative, unique content platformA creative, unique content platform

• A custom Wordpress site

• jQuery Masonry

• Infinite scroll

• Content over interface/design

KEYS TO SUCCESSKEYS TO SUCCESSOur voice: Inspired goofinessOur voice: Inspired goofiness

The Takeaway?The Takeaway?

• An engaged community wants to help tell your story and can tell it in ways you could never do on your own.

• Social media-sourced content combined with the storytelling talents and editorial wisdom of your professional staff can result in a more complete and authentic story.